A

MAJOR PROJECT PRESENTATION

ON
“A STUDY ON BRAND PREFERENCE OF
DIFFERENT MOBILE PHONES”
(with reference to NOKIA, SAMSUNG, LG, MICROMAX and Others)

PRESENTED BY-
Srinivas
 CONTENTS
 1. CONSUMER PREFERENCE
 2.COMPANY PROFILE
 3.OBJECTIVES OF THE STUDY
 4.RESEARCH METHODOLOGY
 5.DATA ANALYSIS & INTERPRETATION
 6.HYPOTHESIS TESTING
 7.FINDINGS
 8.RECOMMENDATION
 9. LIMITATIONS
 9.CONCLUSION

 
 BRAND PREFERENCE

Measure of brand loyalty in which a consumer will choose a

particular brand in presence of competing brands, but will
accept substitutes if that brand is not available.

In an attempt to build brand preference advertising, the advertising

must persuade a target audience to consider the advantages of a
brand, often by building its reputation as a long-established and
trusted name in the industry.
 Top India Mobile Brands
According to a recent survey conducted by 'VoiceAndData " the top Mobile Brands in
India were ranked as follows;

Mobile Brand Market Share

Nokia 54.1%

Others ( Local Manufacturers) 17.5%

Samsung 9.7%

LG 6.4%,
 Company profiles
 Nokia Corporation is a Finnish multinational communications
corporation a city neighboring Finland's capital Helsinki. Nokia is
engaged in the manufacturing of mobile devices and in
converging Internet and communications industries, with over
132,000 employees in 120 countries, sales in more than 150
countries and global annual revenue of over €42 billion and
operating profit of €2 billion as of 2010.
 Micromax is a telecommunications company based
in Gurgaon, Haryana, India. It is a manufacturer of wireless
telephone handsets. Micromax has 23 domestic offices across
the country and international offices in Hong Kong, USA, Dubai
and now in Nepal. Micromax is the largest Indian domestic
mobile handsets company in terms of units shipped during the
quarter ended March 31, 2010 and the third largest mobile
handset seller in India as at March 31, 2010
 The company was founded in January 1964 as Blue Ribbon
Sports by Bill Bowerman and Philip Knight and officially
became Nike, Inc. in 1978. The company takes its name
from Nike the Greek goddess of victory.

 Chairman – Philip H.Knight

 CEO and president – Mark Parker
 Objectives of the study
 To know about the student preference level associated with
different mobile phones.
 To find out the students satisfaction towards the various
mobile phones.
 Factors that influence decision-making in purchasing a mobile
phone.
 To know which advertisement media puts more impact on the
buying decision of students.
 Factors, which help in increasing the sale of mobile phones.
 Research Methodology
Sample size 100

Sample Unit Students of Graduation and the Post

Graduation have been taken as sample unit.

Universe Bilaspur city

Research type Descriptive Research

Test applied Chi Square test

Primary data source Structured Questionnaire

Secondary data source Internet

 HYPOTHESIS:
 

 (Ho) Nokia is not preferred more than Samsung, Micromax, LG and Other
Local mobile brands.
 (Ha) Nokia is not preferred more than Samsung, Micromax, LG and Other
Local mobile brands.
Ho; there is no significant relationship between the gender and time
period of using the mobile phone.

H1; there is a significant relationship between the gender and time

period of using the mobile phone.
Ho; there is no significant relationship between the income and
spending on the mobile phones.

Ha; there is a significant relationship between the income and

spending on the mobile phones.
DATA ANALYSIS
AND
INTERPRETATION
 Q-1 Sex ratio of the respondents

Interpretation:
 
The graphical representation of the table shows that out of the 100 Respondents, 70 were
male and 30 were female.
Q.2- occupation of the Respondents’ Family
Table Number – 2
120

100

80
Number of the
Respondents
60
Percentage of the
Respondents
40

20

0
Service Professional Business Others
 Q.3. Are you satisfied with the
quality of preferred brand?
40
34
35
30
25 23
20 18 Yes
15 No
10 8
5
0
Reebok Nike Adidas Others

 Interpretation:- Reebok Consumers are fully satisfied with their

product.
 Q.4 How do you consider the
importance of sports shoes”
16

Comfort
Price
14 Durability
50 Use in sports

 Interpretation: The main ground on which sport shoes being purchased is the
comfortability of the shoe.
 Q.5 What factors influence you to go
for a particular brand?
Factors

2
14
Quality
Price
9 Durability
45
Variety
Any other
18

 Interpretation: Quality is the major factor which influences the

purchase of the particular brand of the sport shoes.
 Q. 6 Do you normally switch over the
brand?
  Consumer

26

Yes
No

62

 Interpretation: Most of the people were not ready to switch over

from their brand.
Q.7 Is there any effect of advertisement
on selection of brands?
  Consumers

  19

Yes
No

69

 Interpretation:Advertisement plays a crucial role in the brand selection

Q.8 Is there any impact of celebrities on
your Consumers
purchasing?
20

Yes
No

68

 Interpretation:Celebrities have a special impact on the mind of the

consumers that affects the purchasing sense of consumers.
Q.9 Will you purchase another brand of
same quality with less price?
Consumer

33
Yes
No
55

 Interpretation: Consumers look more brand loyal as they are not ready to leave their
brand for other brand of same weightage.
 Q.10 Do you think weight is a factor for
choosing a brand?
Consumer

15

Yes
No

73

 Interpretation: Weight proved its importance in purchasing of the shoe.

Most of the users preferred to wear lighter shoe.
 
 Chi square test
Chi- square analysis on the relationship between gender and time
period of usage the mobile phone.

GENDER LESS THEN 1-2 YEAR 2-4 YEAR ABOVE 4 Total

1 YEAR YEAR
MALE 23 38 32 45 138

FEMALE 25 36 25 26 112

TOTAL 48 74 57 71 100
O E (O-E)2 (O-E)2/E
   
23 26.5 12.25 .462
25 40.8 7.84 .192
38 31.4 .36 .011
36 39.2 33.64 .858
32 21.5 12.25 .570
25 33.2 7.84 .236
45 25.5 .25 .009
26 31.9 34.81 1.091
    E 3.429
X2 = Σ (O-E) 2 / E = 3.429
Number of degree of freedom:
N.df = (row-1) (column –1)
= (2-1) (4-1)
=3
Table value of X2 at 1% level of significant = 7.78
 
Conclusion
 
Thus calculated X is less than the tabulated X. X calculated =3.429<X square=7.78.
So we will accept null hypothesis that is there is no difference significance
relationship between gender and time period of change the mobile phones.
 findings



Nokia is the most favorite brand of the college student.
 
35% student change their mobile phones within 1to2 years
 
  
 30% students are using the mobile phones since last 1 to 2 years.
  
 51% students are ready to pay for a mobile phone less than 10,000 and they spend according to their family income.
  
 49% students like the Nokia advertisement most.
  
 Mostly students use the mobile phones for talking, SMS and for using the GPRS function.
  
 Mostly students have hands free, bloothooth and memory card.
  
 Almost all students are aware about the GPRS, Bluetooth and MMS service but least students are aware about the 3G function.
  
 Most favorite brand among the college students is Nokia and the least favorite brand is LG.
  
 Appearance, Price, Brand Image and advertisement are the important factors for the students while purchasing mobile phones.
  
 Mostly students prefer slim, medium in weight and large in size handset
  
 Mostly students see advertisement on television
  
 Story, spokesperson and the music are the important factor in advertisement
  
 Mostly students have the hanging and service problem with the Nokia.
 
Almost all students are aware about the GPRS, Bluetooth and MMS service but least
students are aware about the 3G function.
 
Most favorite brand among the college students is Nokia and the least favorite brand is LG.
 
Appearance, Price, Brand Image and advertisement are the important factors for the
students while purchasing mobile phones.
 
Mostly students prefer slim, medium in weight and large in size handset
 
Mostly students see advertisement on television
 
Story, spokesperson and the music are the important factor in advertisement
 
Mostly students have the hanging and service problem with the Nokia.
 Recommendations
Nokia should provide better service and try to solve the hanging problem
 
Cellular companies should increase the awareness about the 3G service.
 
Companies should offer more range of Rs. 10,000 or less than 10,000.
 
LG and Samsung should try to expand its market share and also should try to increase the
awareness through the television advertisement.
 
All companies should increase their distribution channel.
 
 Limitations of the Study
 A small sample size of 100 students is taken, so we can not draw
inferences about the population from this sample size.
 Time period is short and resource constraints.
 The scope of the project is limited to the city of Bilaspur City. So,
we cannot say that the same response will exist throughout India.
 This study is based on the prevailing student’s satisfaction. But the
student’s satisfaction may change according to time, fashion,
technology, development, etc.
 
 CONCLUSION:

From the above data it is concluded that Reebok is the

most preferred sport shoe brand among the
Consumers which they buy and it is preferred more
than the other sport shoes brand due to its
comfortability and quality.
THANK YOU